Incoming Philip Morris Korea Managing Director Lee Hong-suk / Courtesy of Philip Morris Korea
Philip Morris Korea named Lee Hong-suk as its new managing director, effective May 1, succeeding outgoing leadership as the company pushes forward with its smoke-free product strategy in the Korean market.
Lee, who currently serves as the company's director of smoke-free products, joined Philip Morris International in 1999 and has held senior roles across marketing, commercial operations and general management in Korea, Singapore, Hong Kong and Taiwan.
He served as general manager of Philip Morris Taiwan from 2018, where he oversaw business growth, organizational restructuring and new commercial initiatives. Returning to Korea in 2021, he took on the role of head of commercial operations before moving to lead the smoke-free products division, where he shaped the company's product innovation agenda and consumer experience strategy.
"In a market as significant as Korea, strong and experienced leadership is vital to ensure we remain a strong partner to our stakeholders and society at large," said Vassilis Gkatzelis, president of Philip Morris International's East and Southeast Asia, Pacific and Global Travel Retail region.
"Lee has an established record of driving commercial success and is deeply rooted in the local market context."
Lee said the company would deepen engagement with government, public health experts and other stakeholders to align its smoke-free efforts with Korea's broader public health agenda.
"Philip Morris Korea has consistently driven a smoke-free transformation through science-based innovation," Lee said.
"We will continue striving to offer better choices for adult smokers while strengthening our presence in the Korean market."
Philip Morris Korea markets IQOS, a heated tobacco product, as its primary smoke-free alternative to cigarettes. Korea is one of the company's key markets for smoke-free product adoption.
Source: Korea Times News
